WHAT’S OLD IS NEW

Scripps Networks Interactive engaged me to lead cross-platform product design and brand identity development for Genius Kitchen, a new digital network and millennial minded foodie community. One unique challenge of the project was taking Food.com, a dated UGC recipe site attracting a boomer and gen X audience, and dramatically reskinning much of it to create the foundation for the new millennial-focused brand. The rapidly approaching launch date and lacking built-in video capabilities were the main obstacles I had to transcend in order to make an impactful visual storytelling evolution possible. Heavily utilizing my team leadership, creative direction, and art direction skillset, together with the Scripps team, I was able to successfully hit my target of manifesting a digital ecosystem that is fun, modern, and unrecognizable compared to its predecessor.

WHAT’S OLD IS NEW

Scripps Networks Interactive engaged me to lead cross-platform product design and brand identity development for Genius Kitchen, a new digital network and millennial minded foodie community. One unique challenge of the project was taking Food.com, a dated UGC recipe site attracting a boomer and gen X audience, and dramatically reskinning much of it to create the foundation for the new millennial-focused brand. The rapidly approaching launch date and lacking built-in video capabilities were the main obstacles I had to transcend in order to make an impactful visual storytelling evolution possible. Heavily utilizing my team leadership, creative direction, and art direction skillset, together with the Scripps team, I was able to successfully hit my target of manifesting a digital ecosystem that is fun, modern, and unrecognizable compared to its predecessor.